Pamela Wagner 3 key tips to succeeding with Google Adwords

Over 50% of searches take place on mobile, and customers are 155% more likely to search for brand-specific terms after they’ve seen an image ad. So how do you capture your potential customers in the right moments? And what does it actually take to create an ad that stands out from the rest? In order to make sure you get the most out of this article, here are the basics you should know: †¢ Google AdWords is not one type of ads. It is a platform where you can create different types of ad campaigns, including Search, Display, Shopping, YouTube, and App ads. †¢ Within the campaign, you have various targeting options: keywords, remarketing (=retargeting), topics, email lists (=customer match), affinity, etc. †¢ You set a daily budget for your campaign. The budget may be exceeded by up to 40% in a single day, but the system will make sure you never spend more than 30.4x your daily budget in any given month, to prevent you from overspending. †¢ You only pay when somebody clicks on the ad (Search, App, Shopping, Display) or views the ad for a certain amount of time (YouTube, Display). †¢ Google Analytics is free and by far the most sophisticated tracking platform available for any marketing channel. (This is debatable, but let’s consider it as a given for the sake of this article.) While anybody can create an AdWords account and create campaigns for free, the platform certainly isn’t for everybody. Through the course of my work, I’ve seen a few key metrics repeat over and over again with the most successful clients. They all tend to have similar basic requirements fulfilled and already invested in. And while we could take a deep dive here into how AdWords really works, I’ve seen that most of the work is done before on the invisible part of the iceberg. So, let’s dive right into it. 1) Every second counts Have you ever checked the speed and performance of your homepage? Don’t worry, you don’t need to know how to code or be a ‘techie’. Use the Google Page Speed Insights Tool to see where you can improve. The two most common ways to increase the speed and performance of a homepage are to reduce the size of your images and provide a good mobile experience. This means easy-to-navigate content and at least one call-to-action ‘above the fold’—meaning it is visible without scrolling on the page. Also, note that slideshows generally decrease the performance of a mobile site and are better left out. Every second a page takes to load reduces the conversion rate by 20%. Do you really want to lose out on 20% of your potential revenue from AdWords? 2) Capture those leads It’s great that you want to invest some money in AdWords. But do you really know what to do with all the new leads coming in? Are you ready to handle them? Do you have the right business model set up? I once led a workshop on remarketing, where somebody asked me if it would be advisable to spend â‚ ¬1,000 per month on AdWords for a business making only â‚ ¬30,000 a year. It is possible, but you’re probably not yet at the stage where you should use AdWords. Ideally, you want a business model that allows you to create a solid base and grow your revenue to a certain level without using AdWords. If your hourly rate is â‚ ¬60 but you spend â‚ ¬55 to acquire a new customer, the money spent on AdWords might be better spent investing in a course on selling yourself, or product improvement. There are various ways of capturing leads on homepages—whether it’s encouraging people to sign up for your newsletter, register for a course, purchase a product, or simply view a video. Define what makes a conversion and what action is of value to your business, and invest in that first, before you spend money on ads. Ads alone never make a sale. 3) Spend money to make money One of the questions I get asked most is how much money you should start off with. What’s a ‘good’ amount? My answer (hint: you won’t like it): it depends. Consider the following questions: a) How much money can you afford to lose over three months? That sounds a bit rough, but in advertising, you won’t always get it right on the first try. There are many metrics you can’t influence, and you’ll need to run tests to find out what works and what doesn’t. b) How many customers did you acquire in the last quarter, and how many would you like to gain in the next? The same question can be asked about revenue. c) What’s the percentage of users converting on your homepage (i.e. taking the desired action which is of value to your business)? Let’s say you have a 1% conversion rate on your homepage, which means that 1 out of a 100 visitors takes the desired action (e.g. purchases something from you). Let’s also assume a click costs $2. If you have a monthly budget of $2000, you’d receive 1000 clicks on your homepage. With a conversion rate of 1%, 10 of those will end up becoming your customers. In order for your advertising efforts to be profitable and scalable, they should spend more on your products than you spend on ads. Of course, there is a great deal more involved in a successful ad campaign; but once you have a handle on the basics outlined above, you’ll be well on your way. For more support on all matters Google AdWords, join Pamela’s Facebook group here.   Alternatively, if you’re looking for a pro to handle your company’s growth with AdWords, please get in touch  here. Join the global generation At Hult, our ever-changing and flexible curriculum is designed to reflect todays most-in-demand skills. Request a brochure to learn about our global programs which feature specialized courses in Digital Marketing and Social Media, Market Research and Analytics, Strategic Brand Management, Solutions Marketing*. *Sample course titles only. To keep our curriculum as up-to-date as possible, actual courses offered each year can vary. Written by Hult alumna Pamela Wagner, a former Googler turned paid ad specialist. In 2017, Pamelas success in supporting advertisers achieve growth landed her in the Forbes 30 under 30 listing and has since been featured in several publications such as ABC News, Yahoo, and the Washington Times to name a few. A lover of languages, Pamela has traveled to over 60 counties and has a strong appetite for continuous learning and development. Explore the complexities and challenges of the marketing world with Hults Masters in International Marketing. To learn more, take a look at our blog 5 tips On How To Get A Head Start In Today’s Marketing Industry, or get into broader business with a Masters in International Business instead. Download a brochure or get in touch today to find out how Hult can help you to explore everything about the business world, the future, and yourself. Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021 Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021"> During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . Happy New Year, Hultians! . Happy New Year, Hultians! .